094390-15757 journal@srustiacademy.org

Srusti Management Review

A Journal of Management & IT

ISSN NO: 0974-4274(PRINT), ISSN NO: 2582-1148(ONLINE)Listed in Ulrich's Periodicals Directory, INDEXED IN J-GATE E-JOURNAL GATEWAY, EBSCOHOST, PROQUEST, U.S.A. & GOOGLE SCHOLAR A Peer Reviewed and Refereed Journal

Defining Customer-Based Brand Equity: An Evaluation of Previous Studies

Year 2014
Volume/Issue/Review Month Vol. - VII | Issue II | July - December
Title Defining Customer-Based Brand Equity: An Evaluation of Previous Studies
Authors Syed Irfan Shafi , Dr. C Madhavaiah
Broad area Defining Customer-Based Brand Equity: An Evaluation of Previous Studies
Abstract
Since the term “brand equity” emerged in the 1980s, there has been a growing interest in the subject among
marketing academicians and practitioners. Customers and brands are the two most important intangible assets of
any organization. Keller defines Customer-Based Brand Equity (CBBE) as the differential effect that brand knowledge
has on consumer response to marketing activity with respect to that brand. The purpose of this study is to review
literature from a customers’ point of view, Customer based brand equity can be defined and measured. The study
begins with a review of the literature to establish the perpetual assets of CBBE. Based on the literature review a
conceptual fundamental model is framed. The study also aimed to review the dimensions of customer-based brand
equity by drawing together strands from various literature and empirical studies made within the area of customerbased
brand equity. This paper will only study and define the customer based- brand equity in consumer’s perspective.
Description Brand equity is supposed to bring several advantages to a firm. For example, high brand equity levels are known to lead to higher consumer preferences and purchase intentions (Cobb-Walgren et al., 1995). Brand equity and its emergence in marketing have ra
File
Referenceses
  • 1. Aaker D.A. and A. Biel eds. (1992), “Building strong
  • brands”, Hillsdale, NJ: Lawrence Erlbaum
  • Associates
  • 2. Aaker, D. A. (1996), “Measuring brand equity across
  • products and markets”, California Management
  • Review. 38 (Spring), pp.102-120
  • 3. Aaker, D.A. (1991) Managing Brand Equity. New
  • York: Free Press
  • 4. Atilgan Eda, Akinci Serkan, Aksoy Safak and
  • Kaynak Erdener (2009), “Customer-Based Brand
  • Equity for Global Brands: A Multinational Approach”,
  • Journal of Euro marketing, Vol. 18, pp.115–132
  • 5. Barwise, P. (1993), “Brand equity: Snark or Boojum”,
  • International Journal of Marketing Research, Vol.10,
  • pp. 93-104
  • 6. Bouazza Hallouma , Negra Anissa and Mzoughi
  • Mohamed Nabil(2013), “Determinants of customerbased
  • brand equity in a Sponsorship context: a
  • qualitative research”, Interdisciplinary Journal Of
  • Contemporary Research In Business, Vol. 4 (10)
  • 7. Chowudhury Rashid A (2012), “Developing the
  • measurement of Consumer based brand equity in
  • service industry: An empirical study on mobile phone
  • industry “, European Journal of Business and
  • Management, Vol 4, (13)
  • 8. Doostar Mohammad, Abadi Maryam Kazemi Iman
  • , Abadi Reza Kazemi Iman (2012), “Impact of Brand
  • Equity on Purchase Decision of Final Consumer
  • Focusing on Products with Low Mental Conflict”,
  • Journal of Basic and Applied Scientific Research,
  • Vol. 2 , No. 10, pp. 10137-10144
  • 9. Hu Yu-Jia (2011), “Exploring the relationship between
  • customer Involvement, brand equity, perceived risk
  • and customer Loyalty: the case of electrical
  • consumer products”, International Journal of
  • Organizational Innovation, Vol. 4 (1)
  • 10. Kamakura, A. W. and Russell G. J. (1993),
  • “Measuring brand value with scanner data”,
  • International Journal of Research in Marketing, Vol.
  • 10 , No. 3, pp. 9-22
  • 11. Kayaman Ruchan and Arasli Huseyin(2007),
  • “Customer based brand equity: evidence from the
  • hotel industry”, Managing Service Quality, Vol. 17,
  • No 1, pp. 92-109
  • 12. Keller KL. (1993),”Conceptualizing, measuring and
  • managing customer-based brand equity”, Journal
  • of Marketing, Vol. 57, No.1, pp. 1-22
  • 13. Keller, K.L. (1998), “Strategic Brand Management:
  • Building, Measuring and Managing Brand Equity.
  • Upper Saddle River NJ: Prentice Hall
  • 14. Lassar, W., Mittal B, and Sharma A.(1995), “
  • Measuring Customer-Based Brand Equity”, Journal
  • of Consumer Marketing, Vol. 12, No.4, pp. 11-19
  • 15. Lee Goi Chai and Leh Fayrene Chieng Yew (2011) ,
  • “Dimensions of Customer-Based Brand Equity: A
  • Study on Malaysian Brands”, Journal of Marketing
  • Research and Case Studies, Article ID 821981, 10
  • pages
  • 16. Mishra Pallabi and Datta Biplab (2011), “Perpetual
  • Asset Management of Customer-Based Brand
  • Equity-The PAM Evaluator”, Journal of Social
  • Sciences, Vol. 3, No. 1, pp. 34-43
  • 17. Nasir Rao Umer (2013), “Consumer based brand
  • equity: A verification approach in telecom sector of
  • Pakistan”, Journal of Business Administration, Vol.
  • 3, No. 3, pp.60-66
  • 18. Pinar Musa, Girard Tulay and Eser Zeliha (2011),”An
  • Exploratory Study of Consumer-Based Brand Equity
  • in Turkish Banking Industry”, Services Marketing
  • Quarterly, Vol. 32, pp. 282–301)
  • 19. Rajasekar N and Nalina K.G (2008), “Measuring
  • Customer-Based Brand Equity in Durable Goods
  • Industry”, Journal of Marketing & Communication,
  • Vol. 4 ,No. 1
  • 39
  • 20. Rego Lopo L., Billett Matthew T. and Morgan Neil A
  • (2009), “Consumer-Based Brand Equity and Firm
  • Risk”, Journal of Marketing, Vol. 73 , pp.47–60
  • 21. Srivastava, Rajendra K. and Shocker Allan D. (1991),
  • “Brand Equity: A Perspective on its Meaning and
  • Measurement”, Cambridge Mass: Marketing
  • Science Institute
  • 22. Taghipourian Mohammad Javad(2013), “Evaluation
  • and prioritization of brand equity dimensions from
  • Customer viewpoint in banking industrial”,
  • Interdisciplinary Journal of Contemporary Research
  • in Business, Vol. 4, No.9
  • 23. Taylor teven A, Hunter Gary L. and Lindberg
  • Deborah. (2007), “Understanding (customer-based)
  • brand equity in financial services”, Journal of
  • Services Marketing, Vol.21, No. 4, pp. 241– 252
  • 24. Tong, X. and Hawley, J.M. (2009), “Measuring
  • customer-based brand equity: Empirical evidence
  • from the sportswear market in China”, Journal of
  • Product & Brand Management. Vol. 18, No. 4, pp.
  • 262-271
  • 25. Vázquez R., Río A.B., Iglesias V. (2002), “Consumerbased
  • Brand Equity: Development and Validation of
  • a Measurement Instrument’, Journal of Marketing
  • Management, Vol. 18, No.1-2, pp. 27-48
  • 26. Washburn, J.H. and Plank R.E. (2002), “Measuring
  • brand equity: an evaluation of a consumer-based
  • brand equity scale”, Journal of Marketing Theory
  • and Practice, Vol. 10, No, 1, pp. 46-62
  • 27. Winters, L.C. (1991), “Brand Equity Measures: Some
  • Recent Advances”, Marketing Research, Vol, 3, pp.
  • 70-73
  • 28. Yoo, B. and Donthu N (2001), “Developing and
  • validating multidimensional consumer-based brand
  • equity scale”, Journal of Business Research, Vol.52,
  • No1, pp. 1-14
  • 29. Zeithaml, V.A. (1988), “Consumer perceptions of
  • price, quality and value: a means-end model and
  • synthesis of evidence”, Journal of Marketing, Vol.
  • 52, No. 3, pp. 2-22